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DealerCamp Interest Remains Strong

Published February 17, 2010

LAGUNA NIGUEL, CA (BRAIN)—Early interest in DealerCamp has been strong, according to the event organizer, Lifeboat Events. The mid-summer expo and demo event, which will take place July 29–31 at Deer Valley Resort in Park City, Utah, will bring together bicycle industry suppliers and retailers for a key launch opportunity that is well-timed with today’s changing product and buying cycles.

Ibis Cycles was the first company to jump onboard. “For some time, we at Ibis have been searching for a smaller, more intimate venue as an alternative to the large trade shows for showcasing our bikes. DealerCamp fits the bill,” said Scot Nicol, founder and co-owner of Ibis Cycles. “We like the fact that we will be able to talk to our dealers in the middle of the summer before they’ve made other buying commitments to the larger brands. The fact that it’s being held in a gorgeous spot is a huge bonus to us. Singletrack trails here we come.”

Many other companies share this sentiment. Already nearly a dozen companies—including Ibis, Pedro’s, Scott USA and WTB—have indicated they will attend DealerCamp, which aims to include 35 manufacturers and suppliers in all.

A key component of DealerCamp is a Retailer Subsidy Program, which will provide free lodging and a travel stipend to select retailers. Lifeboat Events will work with exhibitors to identify 100 retail businesses who will be subsidized to attend. Exhibitors who sign up by March 15 will be able to contribute to the selection process.

“We’re looking forward to DealerCamp,” said Patrick Seidler, CEO of WTB. “It’s exactly the concept the bike industry has been needing—an outdoor, focused event earlier in the season so retailers can get a good look at new products and make decisions. We’re bringing our WTB products as well as our Freedom urban line. Since we can help pick the list of retailers who are subsidized to attend, we know the mix of attendees will be good for us.”

“The Retailer Subsidy Program makes DealerCamp unique among trade events in our industry,” said Lance Camisasca, president of Lifeboat Events. “We’re creating something akin to the private dealer events that the largest industry players host for their brands. With the DealerCamp model, exhibitors share in the cost of subsidized retailers and can provide lists of targeted dealers.”

Manufacturers and suppliers can choose from six exhibiting tiers, from 10x10-foot to 20x50-foot exhibit spaces. The expo will be set up in a large parking lot adjacent to the Snow Park Lodge, just outside Park City, with world-class alpine road loops and lift-accessed off-road trails accessible right from the site.

Subsidized retailers will stay at the Park City Marriott, which is just three miles from the expo via a Rails-to-Trails path. Lifeboat Events plans to start inviting subsidized retailers in mid-March. Other qualified retailers are welcome to attend at their own expense. Online retailer registration will begin April 1, 2010.